Top 11 Must-Know Travel Trends for Entrepreneurs and Operators in 2023

As Tourism operators and entrepreneurs you have to stay ahead of the market and on top of the forever-changing environment. In this post covid era, it is becoming harder to pick up on tourism trends and whether they are short-term offerings as a result of covid or long-term trends that may impact your tourism business in either a positive or negative way.

Add this to the fast-moving world of social media and digital marketing, and it is critical to keep an eye on travel trends to see if any of those trends are a good fit for your destination, attraction, hotel, or tourism partner business. This makes the difference between a businessman trying to succeed in tourism and a tourism entrepreneur who has an innate understanding of the industry and can turn a dollar.

The travel and tourism industry has been greatly affected by the Covid-19 pandemic, causing a reset in travel and tourism trends worldwide. This has resulted in a blank canvas for the industry, where anything is possible. The industry is rapidly changing, with destinations and major operators scrambling for market share. Although this can be both scary and exciting, it's important for tourism entrepreneurs and operators to take note of consumer travel trends.

There are some significant and definite trends happening around the world, that astute tourism entrepreneurs (in areas such as transport, tours, accommodation, attractions, and third-party intermediaries) need to be aware of.

 Our experts and friends around the world have shared their insights with us, and we've conducted ear-to-the-ground research to identify the top ten travel and tourism trends that should be noted in 2023.

1. Wellness

The COVID-19 pandemic has been devastating on a global scale, and unfortunately, it's not over yet. Along with the ongoing threat of long COVID, people are now more conscious than ever of the importance of good health, realizing the truth behind the saying "if you don't have your health, you don't have anything."

Travellers are seeking out destinations and activities that promote relaxation, mindfulness, and self-care.

The travel industry started seeing this trend before covid, as people prioritise health and self-care when planning their trips. This trend has opened a wealth of opportunities for tourism entrepreneurs to tap into this growing market. Offering wellness-focused accommodations, activities, and experiences can attract health-conscious travellers seeking relaxation, rejuvenation, and a break from the stresses of daily life. By providing unique wellness offerings such as spa treatments, meditation sessions, healthy cuisine, outdoor activities, and more, entrepreneurs can create a loyal customer base and stand out in a crowded market. Additionally, marketing these offerings through social media, travel blogs, and other digital platforms can attract travellers from around the world.

We have seen this in the rise of walking and hiking tours and other outdoor experiences. In Australia, NSW has a monopoly on this trend, particularly in places like Byron Bay.

  2. Sustainable, Eco-Friendly Travel

In light of events such as stronger cyclones, extended drought conditions, extraordinary floods, and warming oceans, all of which have been exacerbated by climate change, travellers are increasingly eager to reduce their carbon footprint and travel sustainably. Moreover, the COVID-19 pandemic has highlighted the importance of supporting local businesses and the value of the local business ecosystem. As a result, there has been a growing emphasis on "going local" in the travel industry, particularly since supply chains were disrupted during the pandemic. This trend has gained even more attention as travellers seek to minimize their impact on the environment and support local economies.

This trend presents a great opportunity for tourism entrepreneurs to create offerings that are eco-friendly and promote sustainability. Accommodations that are constructed with sustainable materials and use renewable energy sources, such as solar panels, can attract environmentally conscious travellers. Entrepreneurs can also offer activities that educate visitors about environmental conservation and promote eco-tourism. For example, guided tours of nature reserves, beach clean-up activities, or volunteering with conservation organizations can create a meaningful travel experience. By showcasing their commitment to sustainability through certifications and eco-labels, entrepreneurs can attract more travellers who are interested in responsible tourism. By embracing the trend of sustainable environmental travel, tourism entrepreneurs can create unique offerings, appeal to an ever-growing market of eco-conscious travellers, and play a role in protecting the planet.

3. The Up and UP of VFR: Multigenerational and Family Travel

The surge in leisure travel last year was partly due to families being separated for COVID safety reasons. However, the desire to enjoy travel experiences with multiple generations of a family has not shown any signs of diminishing. The demand for these joyful and memorable family trips is still high, and many families continue to prioritize multi-generational travel as a way to strengthen their bonds and create lasting memories.

Multi-generational family travel has occurred, as families prioritize creating memorable experiences together post covid. This trend presents an excellent opportunity for operators to create offerings that cater to the diverse interests and needs of different age groups. Offering activities that cater to different generations, such as cultural experiences, adventure activities, and relaxing spa treatments. Accommodations that provide ample space for families, such as villas or apartments with multiple bedrooms and living areas, can also attract multi-generational groups. Moreover, entrepreneurs can tailor their marketing efforts to showcase the unique experiences they offer and target the different age groups within the family.

4. Nature & The Outdoors: An Appreciation and Celebration

In Australia. in particular, many of our state and national parks were almost "loved to death" during and just after the preceding years of the pandemic, as travellers sought ways to be outdoors. I have witnessed the dramatic growth in numbers in Kalbarri National Park where "Nature's Window" resembled a busy suburban mall.

With health and safety concerns, travellers have been drawn to outdoor activities such as hiking, camping, and wildlife safaris. This trend is expected to continue as people prioritize health and wellness in their travel choices.

The increasing trend towards nature and outdoor activities has seen a surge in the popularity of hiking tours with vistas. Travellers are seeking unique and authentic experiences that allow them to connect with nature and explore new destinations in a more active and immersive way. Hiking tours with vistas provide an opportunity to enjoy breathtaking views and stunning landscapes while challenging oneself physically and mentally. Operators can take advantage of this trend by offering specialized hiking tours that cater to different fitness levels and interests, from scenic walks to more challenging treks. It is important for operators to provide experienced and knowledgeable guides who can enhance the guests' experience by sharing information on local flora and fauna, culture, and history. They can also incorporate sustainable and eco-friendly practices that promote responsible tourism while supporting local communities. By creating customized itineraries and incorporating unique experiences, operators can attract a growing number of travellers seeking to explore nature and the outdoors.

5. Experience-Driven Travel Trends: Exploring Movie-Inspired Destinations, Inclusive Getaways, plus Exploring Studying and Supporting Local Cultures

This is a combination of a number of trends basically around experiences That is prioritizing experiences over possessions, exploring cinematic or streaming destinations, inclusive tourism, and engaging in hands-on activities to support local culture. This could be a whole article in itself.

For example, it is consumers immersing themselves in the local Indigenous culture by participating in a cooking or craft class. Moreover, Australian destinations like Visit Cairns offer autism-friendly services to facilitate travel planning for families with autism..

6. Road Trips/Caravanning: Before the COVID-19 pandemic, road trips were already a trending as a popular way of travel for many people seeking to explore new places and destinations. However, since the pandemic, road trips and caravanning have become even more popular as people opt for domestic travel and prefer to avoid crowded airports and public transportation. With the widespread availability of vaccines and the gradual lifting of travel restrictions, the trend of road trips is expected to continue in the coming years. As a result, tourism entrepreneurs and operators can capitalize on this trend by offering unique and customizable road trip packages that cater to different interests and preferences. They can also leverage technology to provide personalized recommendations for attractions, accommodations, and restaurants along the way. Additionally, incorporating sustainable and eco-friendly practices can help attract a growing segment of travellers who prioritize responsible tourism

7. Slow Travel The trend of "slow travel" is a growing movement within the tourism industry, where travellers seek to experience destinations at a more relaxed pace, taking in the local culture and attractions. This style of travel emphasizes quality over quantity and encourages travellers to connect with the local community, learn about the region's history, and appreciate the local way of life. The concept of slow travel has become even more prevalent during the COVID-19 pandemic, where travellers are seeking to avoid crowded tourist attractions and are looking for more intimate and meaningful experiences. These travellers are usually got time on their hands and tend to be high-value consumers.

To capitalize on this trend, operators can offer customized itineraries that allow travellers to immerse themselves in the local culture and traditions. This can include cultural activities such as cooking classes, language lessons, and guided tours of historical sites. Additionally, operators can offer accommodations that provide a sense of place, such as local bed and breakfasts, family-owned guesthouses, or eco-friendly lodges.

Operators can also promote sustainable and responsible tourism practices to attract travellers interested in making a positive impact on the local community and environment. This can include supporting local businesses, reducing waste, and promoting eco-friendly transportation options.

By creating customized slow travel experiences that promote authentic cultural exchange and sustainable tourism practices, operators can attract travellers seeking more meaningful and memorable travel experiences. The slow travel trend is expected to continue, and operators who can offer personalized and responsible travel experiences will be at the forefront of this movement.

8. Workation: The trend of combining work and travel has gained significant momentum during the COVID-19 pandemic, as remote work became a necessity for many professionals. With the widespread adoption of remote work, many people are now able to work from anywhere, which has led to a surge in the popularity of extended trips and workations. This trend is expected to continue post-COVID-19, as more companies adopt flexible work arrangements.

Operators can take advantage of this trend by offering customized travel experiences that cater to digital nomads and remote workers. They can provide accommodations with high-speed internet and comfortable workspaces, such as coworking spaces, cafes, or private offices. Additionally, operators can offer unique experiences that balance work and leisure, such as cultural activities, outdoor adventures, or wellness programs.

Operators can also create specialized packages for corporate retreats and team-building activities, offering a change of scenery and a break from the daily routine while still maintaining productivity. This can include customized workspaces, meeting rooms, and team-building activities that foster collaboration and creativity.

By capitalizing on the trend of work and travel, operators can tap into a growing market of digital nomads and remote workers seeking new and inspiring destinations to work from. They can differentiate themselves by offering customized experiences that cater to the unique needs and interests of this segment, providing a seamless work and travel experience that combines productivity and leisure

9 Sustainable travel: With growing awareness of the impact of travel on the environment, travellers are seeking out sustainable and eco-friendly options, such as eco-tourism, responsible tourism, and carbon-neutral travel.

The growing awareness of the impact of travel on the environment has led to a significant shift in consumer behaviour, with more travellers seeking out sustainable and eco-friendly travel options. As a result, operators can take advantage of this trend by incorporating sustainable tourism practices into their offerings. This can include eco-tourism, responsible tourism, and carbon-neutral travel, which all aim to minimize the negative impact of tourism on the environment while providing travellers with unique and authentic experiences.

Eco-tourism involves visiting natural areas while promoting conservation and supporting local communities. Operators can create specialized eco-tourism packages that offer guests the opportunity to participate in conservation efforts, such as tree-planting initiatives, wildlife conservation projects, and beach clean-ups.

Responsible tourism focuses on creating economic and social benefits for local communities while minimizing the negative impact of tourism. Operators can work with local communities to provide authentic cultural experiences while promoting sustainable and responsible tourism practices.

Carbon-neutral travel involves offsetting the carbon footprint of travel through carbon credits, which fund projects that reduce greenhouse gas emissions. Operators can incorporate carbon-neutral travel options into their offerings, such as providing eco-friendly transportation, reducing waste, and promoting energy-efficient accommodations.

By incorporating sustainable tourism practices into their offerings, operators can attract a growing number of travellers seeking eco-friendly and responsible travel options. They can also differentiate themselves from competitors and demonstrate a commitment to sustainability and responsible tourism

10. Domestic travel: With international travel restrictions and safety concerns, during Covid, it was felt that as soon as borders opened up that international leisure travel would return very quickly but this hasn’t been the case and now some experts are forecasting that this could be a lomger term trend. Many travellers have opted for domestic travel, liked it and are continuing to holiday with their families domestically instead of returning to the usual international vacation. This trend is expected to continue, with travellers exploring their own countries and supporting local businesses.

There are a number of other trends as well including Contactless technology ( travellers are looking for contactless options such as mobile check-in, touchless payments, and virtual tours.), Private accommodations (many travellers are opting for private accommodations such as vacation rentals and villas) and others.

11. Accessible travel, which refers to the idea of making travel and tourism accessible to people with disabilities or special needs, has become a growing travel trend in recent times and is expected to continue as a major trend in 2023.

As people become more aware of the importance of inclusive travel, tour operators are looking for ways to capitalize on this trend. To take advantage of this trend, tour operators can provide accessible tours and activities that cater to travellers with disabilities, such as wheelchair-accessible transportation, accessible accommodation, and specialized equipment for activities. They can also ensure that their staff is trained to cater to the needs of all travellers, and provide clear and detailed information on accessibility features in their promotional materials. By doing so, tour operators can attract a growing segment of travellers who are eager to explore new destinations, but require specific accommodations and assistance to do so

At the start of each year, with your staff, support services, and industry professionals, you should review the top ten travel trends with the idea being to look out for those trends that could have a negative impact and plan for them along with trends that your business can take advantage of. 

Please share this article and if you require any information, would like to comment or book Icon Tourism for a lecture then please e-mail me at manny@icontourism.com.au

Good Luck in 2023 !